José Cuervo

Monday 3 June 2013, by diegoaspiazul

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A. The main facts about the activities of the company.


*The history of José Cuervo tequila goes further back than the history of Mexico as a free country.

*More than 10 generations have gone by, and now José Cuervo is the number one producer of tequila worldwide.


*The main activities of this company are producing, exporting and distributing different tequila products, with high quality standards and social responsible practices.

*Being the number one producer and exporter of Tequila, they have a brand presence on over 100 countries worldwide

B. The Ethical challenges this company is addressing.

*Being an alcoholic beverage business may make you face a bad reputation towards the public, specially when trying to demonstrate their commitment towards social responsibility.

*José Cuervo company tries to demonstrate this by being leaders in their industry, employing people from local communities and being leaders in innovative ways to grow Agave and for green processes.

C. What makes you believe this company is really ethical and why you trust it?

*With lots of CSR programs starting to be implemented by many companies around the world is hard to distinguish which initiatives are ethical and which ones are just a way of cleaning companies public images.

*But, José Cuervo has Social Responsibility imprinted in their DNA, with over 250 years of philanthropic activities.

*For example, in the 1920´s the company made a donation to the people of Tequila, México of a cemetery, destined specially for the people with less resources.

*In 1998, José Cuervo company founds the José Cuervo Foundation.
Has been awarded with the Best Employers in LatinAmerica acknowledgment.

*The José Cuervo Foundation, is invested in enhancing the quality of lifes of the communities they work with.

*They created their own scheme of Integral Model of Local Development (IMLD), used to promote the social, cultural, educational and economical development of local communities. (This can be recreated by many companies in various locations)

*Health.- Individual Healthcare, Operation Smile, Anti Diabetes Programs, Cataracts Operations, etc.

*Education.- Adult Education, Development of Schools, Values Education, Computer Donations, etc.

*Housing.- Various housing projects.

*Economic Development.- Support to local artisans, Development of the Tequila Route giving income to the local communities, working with the BID (Banco Interamericano de Desarrollo) with micro credits to small businesses, amongst other initiatives.

*Culture.- Music schools, Theatre, Reading Programs for children, Tequila cultural festival, etc.

*Green projects.- Reforestation, Preservation of the water, etc.

D.The possible challenges facing the company in the future and how you think this company may improve.

The main challenge for José Cuervo is the perception of alcoholic beverage impact on society and the ethical compromises this suppose.

I think that they may be able to put a little more thought on being more environmentally friendly in their production.

But they have been doing a good job in social responsible programs, and the José Cuervo Foundation does a great job on that. If they continue with this initiative and invest more in it they will be able to transform the lives of many people, which is invaluable.


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Location: Tequila (México)

Sector: Manufacturing

Official website:

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